Video

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SiteScout Makes Programmatic Video Advertising Simple and Accessible for Any Marketer; Delivers One Buying Platform Encompassing All Major Digital Channels ...

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There’s no question the historical, labor-intensive method of buying media has been disrupted. Today, marketers don’t even need an IO or a relationship with a publisher, as they can log into a system to buy media in an automated fashion. However, programmatic video hasn't quite evolved the way traditional display advertising has.

While digital ad spend continues to increase year over year, a few lingering questions still remain – how are we going to view and manage the dollars that are being shifted over from television budget to digital video? Will television teams buy digital video? What does the future of digital video look like?

If video killed the radio star, then it’s doing the exact opposite to digital. Many would agree that IP-based video is making a positive impact on digital media. Anecdotally, I’m hearing that video ad inventory on high quality content channels continue to be in heavy demand. CPMs are steady and healthy, and rate cards are remaining firm, almost to the point of being unreasonable. Viewership and impressions continue to grow and advertisers know it.

Despite bearing a resemblance to television and a historical placement in the out-of-home category, digital place-based media (DPB) should also be recognized as an extension of digital advertising campaigns. Armed with the capability to run digital video messages, similar to desktop and mobile, DPB serves as a point of contextual reminder, engagement, and/or content delivery throughout the purchase cycle and is growing in sophistication as a cross-platform digital medium.

Last month during my web presentation “Viewability: What publishers need to know to compete for dollars,” there were a lot of questions from the audience about whether sites would have to drastically change their layout in order to maintain their premium inventory status once it becomes necessary to transition sites from a “served” to a “viewed” impression measurement standard.

More consumers are expected to ditch the crowds and enjoy a hassle-free Cyber Monday shopping experience. Ad-supported online video viewership has grown 17% YOY, according to a new survey by research firm FreeWheel. According to a new research study conducted by a JPMorgan analyst, mobile could represent about 12% of e-commerce sales this holiday season as a result of higher smartphone and tablet penetration.